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RetailManagement

Research

ReportTopic: Loyalty Cards Programmes

Submitted by:

Dhanashree Mankame A 33

Tani !andikar A "#

!eha Rambhade A "$

Darshan %a&are ' ("

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R)S)ARC% M)T%*D*L*+,

Research Design:

- Descriptie Research

Date Collection Instrument

- Primary Data: .uestionnare

Sampling Method: Simple Random Sampling

Sampling Frame: 60

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.uestionnaire /or Loyalty Cards Programmes

(0 Please tick the appropriate option:

o Male

o 1emale

#0 Do you belong to any customer loyalty programme2

o ,es

o !o

30 Did the products /rom 4est side5 Pantaloons and Shoppers Stop6 satis/y yourneed as a customer2

o ,es

o !o

"0 Does the sta// in store you isit is supportie enough2

o ,es

o !o

70 Does the sta// actiely demonstrate the product as per your re8uirement2

o ,es

o !o

90 As a customer5 4hat is you perception about the loyalty cards2

o Re4ard customers 4ho purchase regularly

o Make customers return to the store

o +ie customers a pre/erential serice

o )nsure that customers do not shop at competing stores

o Maintain and enhance the customer relationship

0 ;hat reasons bothers you as a customer /or not opting /or loyalty cards2

o < assume it as 4aste o/ time

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o Customer serice lapse

o !o time /or such loyalty programs

o *ther stores are o//ering better o//ers

o !o trans/erable points

=0 Do you /eel that loyalty cards and programmes o//ered by the stores

Pantaloons5 Shoppers stop5 ;est side6 are enough to di//erentiate them /rom

each other2

o ,es

o !o

(>0 As a member o/ a Customer Loyalty Programme5 4hich re4ards do you

alue the most 2

o Cash back? cash ouchers

o Deductions o// your purchase

o Discounts? coupons o/ goods?products

o Special inites to eents?promotions

((0 Do you agree that loyalty cards are the biggest motiating /actor as /ar as

purchase is concerned2

o ,es

o !o

(#0 Do you /eel that loyalty card adds alue to your user status and o//ers more

bene/its2

o ,es

o !o

0

(30Customer Loyalty Programmes allo4 /or customers to build a long-term

relationship 4ith stores?organi&ations0

o Strongly Agreeo Agree

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o !eutral

o Disagree

o Strongly Disagree

("0 ,ou 4ill al4ays @oin Customer Loyalty Programmes because they gie

customers something /or nothingB0

o Strongly Agree

o Agree

o !eutral

o Disagree

o Strongly Disagree

(70 Customer Loyalty Programmes encourage you to be loyal to that

store?organi&ation0

o Strongly Agree

o Agree

o !eutral

o Disagree

o

Strongly Disagree

(90 Customer Loyalty Programmes are a 4aste o/ time and the re4ards are not

substantial enough0

o Strongly Agree

o Agree

o !eutral

o Disagree

o Strongly Disagree

Do you belong to any customer loyalty programme

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Sales

Yes

No

Interpretation:-

Only 35% people were using the loyalty card as they are the regular customerswho

are engaged in buying activities.

Did the products from west side! "antaloons and #hoppers #top$ satisfy your need as a

customer

Customer Satisfaction

0%

10%

20%

30%

40%

50%

60%

West Side

Pantaloons

Shoppers Stop

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Interpretation:-55% ustomers who buy from #hoppers #top were satisfied compared to 3&% and

'5% of (est #ide and "antaloons due to the categories of products available in

shoppers stop.

Does the staff in store you visit is supportive enough

Supportive Staf

Yes

No

Interpretation:-Its is the responsibility of the store staff to solve the grievance of the customers! in case

they face any difficulties. )round *&% agreed to this that the staff in store they visited

were supportive enough

Does the staff actively demonstrate the product as per your re+uirement

Product Demonstration

Yes

No

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Interpretation:-Demonstration is must when the product is too technical or the customer is finding it

difficult to use it. ,ence the customers were given demonstration of the re+uired

products

Do you feel that loyalty cards and programmes offered by the stores "antaloons!

#hoppers stop! (est side$ are enough to differentiate them from each other

Diferentiation in Cards

Yes

No

)s a member of a ustomer oyalty "rogramme! which rewards do you value the

most

0%10%20%30%40%50%

Reward Schemes

e!ard Schemes

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Do you agree that loyalty cards are the biggest motivating factor as far as purchase is

concerned

Motivatiang Factor

Yes

No

Do you /eel that loyalty card adds alue to your user status and o//ers more bene/its

Value Addition

Yes

No

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Customer Loyalty Programmes allo4 /or customers to build a long-term

relationship 4ith stores?organi&ations

0%

10%

20%

30%

40%

50%

60%

Relationship Building

elationship "uildin#

,ou 4ill al4ays @oin Customer Loyalty Programmes because they gie customers

something /or nothingB2

0%

10%

20%

30%

40%

50%

60%

$0%

Something or othing

Somethin# for Nothin#

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Customer Loyalty Programmes encourage you to be loyal to that store?organi&ation

0%

10%

20%

30%

40%

50%

60%

$0%

!o"alt" to the Store

o&alt& to the Store

Customer Loyalty Programmes are a 4aste o/ time and the re4ards are not

substantial enough

0%

5%

10%

15%

20%

25%

30%

35%

40%

ot Su#staitial enouh

Not Su'staitial enouh